Repco is one of the longest standing and most recognised automotive brands in Australia and New Zealand. Repco invited us to help create and launch a new private label brand that would provide travel and touring accessories to broaden their retail customer offering. Our name for this new brand was ‘GearUp’ and the look we created established a powerful in-store presence.
We worked with the Repco marketing and procurement teams to define a clear positioning for a new travel and touring accessories house brand. This positioning needed to ensure that the roles and relationships of all Repco private label brands within their portfolio were clearly defined to the consumer, and the new house brand sat comfortably within their desired 'best, better, good' positioning of their private brands portfolio. Attracting new customers beyond Repco's traditional male and trade-orientated demographic was another key objective.
Working in conjunction with Repco we undertook a holistic positioning view of all brands within their private label portfolio to ensure that a strategic and market-led approach was applied to a new range of product offerings. Our recommendation was GearUp, a new Repco private label brand to cater for this range of innovative automotive, garaging, travel and touring products.
The establishment of GearUp filled a void in Repco's accessory offering by creating a range that appealed to customers seeking an alternative to other well-known and more expensive brands. Additionally, it provided Repco a private label brand that had high in-store definition and impact as well as easily catering for a diverse range of product types.
Brand and Communication Strategy